Facial gymnastics

FaceGym, which offers facial workouts designed to offset the negative effect of strenuous exercise, has opened the Open Beauty Lab, its first permanent bricks-and-mortar store, to enable consumers to experience the brand beyond the scope of its concession stand in Selfridges.

Customers can create their own beauty products under the guidance of a team of expert mixologists at the skincare bar. ‘I wanted the customer to feel engaged in the creative process to bring a journey of discovery and enable them to learn something new,’ FaceGym founder Inge Theron tells LS:N Global.

Visitors can attend a variety of classes in the open-plan treatment room such as Yoga Face and Runner Face, which promise to strengthen facial muscles and tighten skin.